Obviously yes. But I think the question needs sometimes to be raised. This article I discovered lately discusses this question, and offer an overview of the reasons why PR should own Social Media over Marketing or Advertising department.

As for me, I tend to think that
1/ we also need to demonstrate always more that PR is relevant for Social Media to our clients. They sometimes just don’t have a correct vision of what it implies in term of conversation, relation and discussion management.
2/ we need ever more to blend Social Media in our daily PR activity (this is sometimes considered as something “optional”)
3/ we should also need to consider teaming with partner for delivering appealing online campaigns. And I’m thinking on the technical aspects of social media campaign (should we create a blog ? Can someone tweak me the blog’s code ? Do we have somewhere a designer dealing with CSS ? We need to create a facebook app, is there a code-wizard somewhere ?)

How do you deal with these questions on your respective country ?